Take that: Robbie's $228m pay-day

Robbie Williams has clinched a $US124 million ($228 million) deal with EMI - the most lucrative ever for a British artist.

The sum dwarfs those negotiated by Sir Elton John and the Rolling Stones and is on a par with Whitney Houston's deal with Arista Records.

In typical cheeky fashion, Williams, a former double-glazing salesman who began his rollercoaster career at 16 with the boy band Take That, said: ``I'm rich beyond my wildest dreams.''

Asked in London whether the contract was really worth the money, nearly twice the previous British record payout to Elton John, he quipped: ``My mum said it would be really uncouth of me to talk about money ... I'm going back now to count it all.''

EMI is counting on Williams's longevity, particularly his success in emulating the work of the late Frank Sinatra.");document.write("

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The deal is a big financial gamble at a time of falling CD sales and rampant music piracy. It involves an up-front payment of more than $20 million, with fixed sums on completion of each record.

In return, EMI will take a share of profits from his tours, books and merchandise, ordinarily "no-go" areas for disc-makers. The new style of contract was being called "a multi-platform" approach.

His manager, David Enthoven, said that the "watershed" agreement would change the workings of the industry.

However, initial market reaction was sceptical. EMI's share price was down 1.72p in London at 167.75 at the close of trading on Wednesday.

In March, EMI announced that it planned to axe 1800 jobs - about one-fifth of its workforce - in an attempt to cut costs.

EMI is still smarting from its contract for five albums with the troubled singer Mariah Carey.

Confidence about her talents vanished when her album Glitter was bought by only two million fans.

In April 2001, the company penned a deal worth an estimated $80-100 million with Carey, only to cut her loose with a $30 million pay-off when her debut album flopped.

Carey is promising to make EMI regret the move, signing a $40 million deal with Island/Def Jam Records. A new single, Through The Rain, deals with her recent troubles.

However, Alain Levy, 55, a chain-smoking Frenchman hired from Polygram by EMI to sort out the company, believes Williams may be a safer bet.

Last year, he was riding high with his Swing When You're Winning album of standards, which sold five million copies.

A problem is that despite months in Los Angeles, Williams remains relatively unknown in America. But EMI hopes that will change with the release of new recordings.

Sony, BMG and Richard Branson's V2 label were said to be interested in signing Williams when his original EMI contract ran out.

But he skilfully used the media to increase the offers, even claiming to be toying with the idea of releasing a new album, Escapology, next month on his own label.